Theorie

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Globalisation
forthcoming in: Christina Holtz-Bacha (ed.), Encyclopedia of Political Communication (Sage)
“Globalisation” was one of the most important chatchwords in communication studies in
the last decade. “Global village”, “global public sphere”, “global civil society” – phrases like
these have characterized the debate on the new phenomena of mass mediated
transnationalisation in all fields of politics, society and culture.
Cross-border communication is defined very unsystematically in the globalisation
literature, sometimes as inter- and transnational and sometimes as inter- and transcultural
communication. ‘Cross-border’ thus describes those processes of information exchange in
the course of which system borders, of the nation state or culture, are transversed. Almost
all contemporary attempts to grapple with globalisation theoretically that tackle issues of
communication emphasise the nation state or culture. The focus tends to be on the state,
but sometimes it is on cultural areas, at times also labelled ‘civilisations’.
Theoretical thought on globalisation and media can be deployed into three fields: a)
system connectivity, b) system change and c) system interdependence
Globalisation and media connectivity
Phenomena of connectivity describe the extent, speed and intensity of the international or
intercultural exchange of information. Connectivity may be generated between entities,
however defined, through various means of communication. Alongside mediated
interpersonal communication (telephone, e-mail, letter, fax, etc.) we can distinguish the
following fields of communication which depend on mass media:

direct access to the range of communicative services produced by another
country/culture (Internet; direct broadcasts by satellite; international broadcasting
(special TV and radio services in foreign languages broadcast to other countries);
imports/export of media)

access to information and contexts in another country/cultural area conveyed by
journalism (international reporting on television, radio, the press; corresponding
media services on the Internet)
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One of the key factors shaping the globalisation debate over the last decade was thus the
fact that the number of means of transmission and the exchange of information beyond
borders has increased dramatically. The ‘new media’ have set the overall tone of the
debate since the 1990s. However, it is far from certain that the new media, regardless of
their many new forms, characterise the processes of globalisation more than national
journalism and international reporting. We therefore have to take both fields into account.
The concrete form of connectivity via the new media depends on a range of
technological, socio-economic and cultural parameters:

Technological reach and socio-economic implications of media technology. The
nation states and cultural areas of this planet are characterised by very different
technological capacities for transmission and reception in the field of satellite
broadcasting, depending on the prevailing political and financial parameters. The
same goes for the Internet. Regardless of the strong increase in the number of
connections, a ‘digital divide’ exists, above all between industrialised and developing
countries, which restricts connectivity substantially.

User reach. The debate on the globalisation of the media all too often fails to
distinguish between technological reach and user reach. The number of those who
use a technology per se lies below the technologically possible use – and crossborder use is of course only one variant of the use to which the new media may be
put. We cannot simply assume that it is the primary form.

Linguistic and cultural competence. To communicate with people in other states and
cultural areas or to use their media generally requires linguistic competence, which
only minorities in any population enjoy. To avoid dismissing cross-border connectivity
as marginal from the outset, it is vital to distinguish between various user groups –
globalisation elites and peripheries. Connectivity is without doubt partly dependent on
the nature of the message communicated. Music, image, text – behind this sequence
hides a kind of magic formula of globalisation. Music surely enjoys the largest global
spread, and images surely occupy a middle position (for example, press photographs
or the images of CNN, also accessible to users who understand no English), while
most texts create only meagre international resonance because of language barriers.
Connectivity may ultimately occur within global communication not only between
producers and consumers in various nation states and cultural areas – that is,
internationally and interculturally – but also via a transnational (or -cultural) media system.
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Here, media and media businesses would no longer have a clear-cut national base, but
would emerge as ‘global players’. The idea of a world linked through communication is
anchored in the assumption that globalisation is more than the sum of the links between its
components.
Contemporary notions of what such a transnational media system consists of are
however still very nebulous. Apart from a few global agreements brought into being by the
major transnational trade organisations such as the World Trade Organisation (WTO) (in
the copyright protection field for instance), there are only a few transnationally active
corporations which can be called ‘global players’. Regardless of the existence of such
businesses, transnational media, that is, programmes and formats, are extremely rare.
CNN, frequently mentioned as the perfect example of a leading global medium that
encourages exchange of political opinion worldwide, by concentrating on transnational
programmes, seems to come closest to fitting this vision. Yet even this case is
problematic, for CNN is no uniform programme, but consists of numerous continental
‘windows’. There are many ‘CNNs’, but no complete global programme.
Due to the current state of global connectivity a number of counter-tendencies
characteristic of global communication are having such disastrous effects that the
necessity for cross-border communication is more apparent than ever, particularly after the
events of 11 September. The worldwide coverage of the attacks of 11 September 2001
and the Iraq War of 2003 have revealed the paucity of evidence of a communicative
integration which supposedly helps alleviate conflicts and liberates the media from the
traditionally strong influence of belligerent governments and patriotic cultural influences
(Hafez 2007). Through one-sided coverage in wartime and highly fragmentary discourses,
it is still possible to literally seal peoples and entire world regions off from one another and
mobilise them for war. We have little reason to assume that a global media network has
significantly reduced the susceptibility of societies, even democratic ones, to war
propaganda.
Moreover, permanent cross-border media-use for example through satellite TV by
large numbers of people is largely limited to specific linguistic regions (Sinclair et al. 1996).
In multilingual Europe, for example, it hardly occurs. Foreign-language media use remains
the privilege of small knowledge elites or special groups such as immigrants who
sometimes create their specific “virtual communties”. Alongside the still dominant
production and use of media within national media areas, contemporary developments in
the media are marked by a regionalism of a geo-linguistic hue. At present, it is impossible
to state with confidence whether this is open to globalisation or not. Major language areas
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such as the Spanish, Chinese, Indian and Arab are currently experiencing a boom in
native-language media.
The Internet has introduced a new subtlety to the global array of information, but
cross-border linkage is obviously growing more slowly than local and national interactions
in many areas (Halavais 2000). Since the introduction of non-Latin symbols for domain
names at the turn of the millennium, the Internet is also increasingly develeoping a
linguistic diversity that is creating new Babel-esque dividing lines. The potential of some
political campaigns to mobilise people on a global scale – in principal an interesting feature
for political communication (Sikkink 1998) – may be impressive, but this occurs only when
very specific conditions and alliances are in place. The large ‘digital divide’ between
industrialised and developing countries, where technical connectivity might range as high
as 80% of all housholds (as in Scandinavia) or below 3% (as in most Africa), raises doubts
about whether the comparative political advantages of a “global civil society” are making
themselves felt to any real extent and are managing to change policies when faced with
the power of governments.
Globalisation and political / cultural change
For both the major realms of connectivity – direct communication through new media and
mediated communication by means of journalism – we need to clarify:

whether receiving cultures are changed by transmitting cultures in the process of
cross-border communication through the Internet, satellite broadcasting, international
broadcasting or through media imports and exports

whether the media content of foreign coverage passed on by national journalism
systems to their domestic populations is up to the task of changing the world-views
and attitudes of the receiving cultures
Three forms of cultural change are mentioned again and again in the globalisation debate:
a)
the adoption of the ‘other’ culture (above all in the form of ‘Westernised’ globalisation)
b)
the emergence of ‘glocalised’ hybrid cultures (Robertson 1994), which are influenced
both by global and local elements
c)
the revitalisation of traditional and other local cultures as a reaction to globalisation
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Mass media have the potential to change systems, and here the individual media differ,
sometimes significantly. The areas in which the Internet can work to change systems are
diverse, because its form is untypical of the mass media. The Internet can generate
alternative publics. It can unite political actors and oppositional landscapes worldwide to
form a ‘global civil society’. The CIA report ‘Global Trends 2015’ predicted new challenges
for national and international politics. The report assumes that while the nation state will
remain the most important political actor, its efficiency will be measured on the basis of
how it masters globalisation and how it comes to terms with an increasingly articulate and
well-organised civil society worldwide. The Internet, it could be argued, is becoming all the
more significant as a platform capable of articulating and shaping the will of the citizenry,
creating civil networks and even mobilising people politically.
In view of the structures underlying television and radio worldwide, which tend to be
commercial, government-run or public, direct broadcasting by satellite is a downright elite
medium in comparison to the Internet. It features formidable barriers to access, making it
difficult to use it to articulate one’s views, and highly developed journalistic selection
mechanisms. Nonetheless, the comparative advantage of satellite broadcasting is that
large publics can form rapidly, including cross-border ones. The Internet is fragmenting
into countless sub-publics; in everyday life, these can be fused only by political
organisations and networks.
Is the media forming a ‘global public sphere’, as this popular and central concept in
the globalisation debate suggests (Volkmer 1999)? The catch phrase ‘media diplomacy’
captures the capacity of media to act almost as representatives of the public and the
peoples of the Earth, and to intervene in the traditional diplomacy between states, which is
often stuck in a rut and conflictual in nature. Broadcasters that are clearly nationally based
may perform such a function. Ideally, however, it should be taken over by formats of a
transnational character. Media diplomacy has thus often been referred to as the ‘CNN
effect’, joined in recent years by other models such as the ‘al-Jazeera effect’. In all cases,
the suggestion is that the media have global resonance and centrality, that is, within their
specific spheres – Western or Arab – they enjoy a privileged position and thus have
excellent prospects of changing the politics of international conflicts.
However, in light of the sobering appraisal of connectivity, we clearly have to assess
the influence of cross-border mass communication on system change with much care
(Sparks 2000). Today, every political and social change, from the fall of the Berlin Wall
through the political upheavals in Ukraine, Lebanon and Kyrgyzstan to the Pope’s funeral
is thought to be moulded by the global media. Yet we are clearly getting ahead of
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ourselves. Mass gatherings following the death of a Pope have been common throughout
history, long before the modern mass media, and political revolutions and uprisings are
nothing new either. Quite the opposite. During the era of the information revolution, all
appearances to the contrary, the number of free social and media systems has by no
means increased. It has in fact decreased or at least stagnated (Hafez 2007). The
information revolution has been left untouched by the ‘Third Wave of Democratisation’,
which basically finished with the upheavals in Eastern Europe before the New Media of the
Internet and direct broadcasting by satellite had become established.
Ultimately, as far as cultural change is concerned, the globalisation debate has
produced an internally inconsistent dual myth. This is the notion that culturally imperialist
‘Americanisation’ or ‘Westernisation’ may be accompanied by the ‘glocalisation’ or
‘hybridisation’ of cultures. The European film market as well as much of the pop music
listened to worldwide are surely examples of Americanisation. These individual pieces of
evidence, alluded to again and again, do not, however, allow us to generalise. They permit
no overall conclusions about cultural globalisation. In many countries and in most world
regions, American film imports are in the minority, not to mention TV films, produced in the
vast majority of countries by national or regional industries (Straubhaar 2001).
The second variant of the myth of globalisation asserts not only that American and
western cultural hegemony is expanding, but takes possible counter-arguments into
account by conceding that non-European cultures are capable of making local adaptations
in response to globalisation. Indian rap for example is claimed to be a typical hybrid
culture. How very true. Many of these cultural fusions could not, however, be re-exported
to Western markets. This points to the way the globalisation debate confuses globalisation
and modernisation. External stimuli may serve to spark off cultural change. What follows,
however, is a relatively autonomous development on the basis of a universal logic of
rationalisation and renovation characteristic of all great literate cultures. It is music and
images that characterise entertainment culture as the core area of globalisation – and it is
text, news and interpretations of the world which are proving to be the basis of local
resistance and independence.
Globalisation and political / economic interdependence
The notion of a world linked by communication extends and changes the traditional model
of national media systems. It becomes increasingly difficult to demarcate the societal
system within which the media operate. Publics can act transnationally, as can politics and
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the media itself. Alongside each national media system, there thus arises a second global
system. To the extent that it becomes a component of the flow of information, it has great
and growing influence.
Do these changes, however, allow us to speak of a “communicative world system”?
More important than the mere existence of other entities beyond national media systems is
a deeper understanding of their fundamental relations. Are foreign political systems really
as influential as domestic ones? Do journalists feel as keen a sense of duty towards their
foreign public as they do to their domestic one and does this lead to changes in the
journalistic product? Are global, market and capital interconnections as strong as national
and regional ones? Cultural and societal change in a global system is not produced by
connectivity alone, but is based on interdependence. In an interdependent global system,
autonomous national systems change into partly autonomous subsystems of a global
macrosystem.
In striving to understand why cross-border processes of communication have
palpably failed to generate connectivity and system change, it is essential to look at the
fundamental relations between the transmitters and receivers of mass communication.
Despite the extensive exchange of information and news, media systems are firmly in the
grip of nation states. National owners, investors and publics dominate; transnational media
(such as the German-French TV network Arte) are hardly used; the transnationalisation of
media capital mostly ends at sub-regional borders (Compaine 2002). Entertainment may
have a global hue in many respects. News and information, however, can be domesticated
almost at will, because they are created for a very limited, usually national group of
consumers typified by national interests, reservations, stereotypes and cultural
expectations. The media have to respond to these. While doing so, they are constantly
reproducing them. Who could expect global media diplomacy from such provincial
systems?
Nonetheless, there are signs of increasing structural interconnection. Large networks
such as CNN are developing foreign-language spin-offs in other parts of the world or, like
the Arab TV channel al-Jazeera, an English homepage. Such measures may gradually
free relations of interdependence from a one-sided attachment to the home base, though
the implications for media content are unclear.
Will the commercial and capitalist form of globalisation which currently dominates the
media system show the way here? Given how the big Western media companies such as
News Corporation (owned by Rupert Murdoch), whose global influence is in any case
vastly overrated (Herman/McChesney 1997), have conformed to political realities in the
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past, this seems very doubtful. What, though, are the alternatives? Do we need a new
privileging of politics within global media communication, a new drive for global media
governance? At present, however, global media policy remains largely restricted to areas
in which commercial interests demand regulation (such as copyright protection), leaving
little prospect of a new approach.
It is no accident that many commentators have evoked civil society as a third force
alongside companies and governments. Many hoped that a ‘global civil society’ would
spring into life – but here too there is no question of there being mature interdependence.
Perceptual distortions and informational uncertainties typify global exchanges via the
Internet as much as they do classical journalism. Societies’ enhanced ability to present
themselves to the world has helped generate a flood of information, making the Internet
surfer an isolated ‘laptop anthropologist’ and facilitating manipulation of every kind (up to
and including cyber war). Here too, there is a dearth of binding and stable processes of
informational feedback. Moreover, Net-based political alliances, typically casual in nature
and characterised by arbitrary selection and random events, lag far behind ‘offline politics’,
in other words the quotidian actions of national governments.
Kai Hafez*

The text was translated from the German by Alex Skinner.
Literature
Compaine, Benjamin, Think Again - Global Media, in: Foreign Policy 133/2002, p. 20-28
Hafez, Kai, The Myth of Media Globalisation, Cambridge: Polity (forthcoming 2007)
Halavais, Alexander, National Borders on the World Wide Web, in: New Media and Society
2 (2000) 1, p. 7-28
Herman, Edward S./Robert W. McChesney, The Global Media. The New Missionaries of
Corporate Capitalism, London/New York: Continuum 1997
Robertson, Roland, Globalisation or Glocalization?, in: Journal of International
Communication 1 (1994a) 1, p. 33-52
Sinclair, John/Elizabeth Jacka/Stuart Cunningham, Peripheral Vision, in: Sinclair,
John/Elizabeth Jacka/Stuart Cunningham (eds.), New Patterns in Global Television.
Peripheral Vision, Oxford: Oxford University Press 1996
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Sikkink, Kathryn/Margaret E. Keck, Activists beyond Borders: Advocacy Networks in
International Politics, Ithaca, NY: Cornell University Press 1998
Sparks, Colin, The Global, the Local and the Public Sphere, in: Georgette Wang/Jan
Servaes/Anura
Goonasekera
(eds.),
The
New
Communications
Landscape.
Demystifying Media Globalisation, London/New York: Routledge 2000, p. 74-95
Straubhaar, Joseph, Brazil: The Role of the State in World Television, in: Nancy
Morris/Silvio Waisbord (eds.), Media and Globalisation. Why the State Matters,
Lanham et al.: Rowman & Littlefield 2001, p. 133-153
Volkmer, Ingrid, News in the Global Sphere. A Study of CNN and its Impact on Global
Communication, Luton 1999
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